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SOCIAL MEDIA NEWS: Nielsen puts social media monitoring service into joint venture

Business information provider Nielsen and management consulting firm McKinsey have together created social media monitoring company NM Incite. It is designed to advise senior executives and help businesses use social media intelligence to further their marketing campaigns.

The social media monitoring company is currently working on solutions to offer pilot clients in the autumn. It will focus on measuring and improving marketing, product launch optimisation and customer service experience.

Nielsen's sub-brand, Nielsen Buzzmetrics - a social media monitoring and online reputation management service, will now operate under NM Incite.

Dominic Barton, global managing director of McKinsey said, "Social media is an increasingly critical issue for business leaders and an area of untapped opportunity for many of our clients. This joint venture will equip institutions with real-time insights to help their leaders drive better results."

The NM Incite head office is in New York although it also operates in the UK among other markets.